What Is Conversion Rate Optimization And How To Improve It

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In the online marketing sphere, the metrics
are the essential elements to determine the results of the campaigns.

The metrics will give you the real idea about
whether or not your online marketing campaigns were worthy enough to generate
the results that you were aspiring.

Without metrics, everything related to digital
marketing is in the marketers’ mind. Everything that we say before the campaign
is our interpretation of the market not proved by the results.

You can anticipate like what is the age range
would be the most buyers, which gender would be the major buyers, and which
geographical location would be the most profitable. However, the results would
be the ultimate authority to lead you to reality and provide a reality-based
perspective to make informed decisions for your digital marketing activities.

Most of the times, marketers seek to bring
more traffic to a website or bring engagement to a social media post to create
awareness and let users know about the brand.

Then, after awareness, marketers try to pursue
those prospects and convert them as consumers and returning visitors to their
websites.

In the end, the goal is achieved, and
conversions are made online. However, how long can you keep doing performing
the same thing and expect improved results?

Since your techniques and campaign start to
deliver, certainly you would expect more website traffic, which gives more
leads and in comparatively lower investment. That’s when conversion rate optimisation
comes into the picture.

What is Conversion Rate Optimisation

Conversion rate optimisation is the process of
enhancing the rate of visitors converting as customers. It is a process of
optimising ensuring that maximum people who are visiting the website like your
business and convert as buyers.

The process of conversion rate optimisation is
a holistic approach where you deeply analyse the past results, current market
trend, your target consumers and edit your website to generate maximum
conversions.

Moreover, try to align your other marketing
activities like social media and email marketing campaigns, that bring customer
to the buyer’s journey and convert them as buyers in the end.

For example, you are currently receiving ‘X’
number conversions. Now some visitors still add your products to cart, but very
few people complete the payment and purchase the product.

So, your objective is to edit your website or
product description so that users get excited enough and trust your product and
finally purchase it.

In this example, the objective is to find out
why people leave their information on the checkout page, but fewer end up
purchasing it. It might be possible that your checkout procedure is
complicated, there is a better option in the market, your pages load extremely
slowly, the user forgets about adding your product to cart and left the website
or the product description on your website is not persuasive enough.

So, your job is to determine how to make the
remaining users complete the purchase and ensure that more people don’t end up
leaving your website after adding the products to the cart.

This is what conversion optimisation is all
about.

What are The Benefits of Conversion Rate Optimisation

Better Understand Your Users

For any business, it is essential to
understand the consumers and comprehend what is going on inside their minds
while they interact with your website. Find out what are their expectations and
how they respond to your website.

Once you find out, align your designing and
advertising activities to serve the users and provide an excellent user
experience.

Even though you run a thorough research and
in-depth analysis about your ideal consumers, but through conversion rate
optimisation, you can have a closer look at consumers’ behaviour.

Then, understanding the users will give you a
clear roadmap of how to develop a refined buyer persona, how to target those
customers and make them perform your desired action.

Increase The Value of Your Website

Conversion rate optimisation can help your
website become the best arsenal of your online marketing activities.

Since you are improving conversations on your
website, you are enhancing the value of your website and making it conversion
magnet for your business.

Once you optimise the user behaviour of the
website, everything like images, content or videos that are present of the site
will serve a purpose and contribute towards more conversions on the website.

Get More Sales

The ultimate objective behind any business
activity is to generate more sales and make money, and conversion rate optimisation
has the power to skyrocket your sales to a whole new level.

Through rigorous research for conversion rate
optimisation, you have identified and rectified the areas that were holding the
visitors to become consumers. Now, you have made a bridge for your business to
achieve thriving success online.

You will get more conversions at a quick rate,
which is excellent for your ROI. Means, you will get better profits and more
consumers at an affordable price.

The cost per lead for your business would
dramatically be improved in your favour. You would spend a lot less money on
acquiring customers for your business, so the overall amount spent on the
conversion would be optimised, which is the objective of conversion rate optimisation.

Get More Organic Traffic

When you are optimising your website for
better conversion rate, you are indirectly also helping your website for
getting more SEO value.

More conversions are only possible when your
website gives excellent user experience to its users who would stay more on
your webpage, find out more about your brand and eventually buy your stuff.

This way, the users would click more on your
search engine result pages and spend more time on the website’s pages. Hence,
Google would observe less bounce rate, so conclude that the website is serving
well to the users. Therefore, your website’s ranking would be improved and
brought up in the SERP in due time.

How to Improve Conversion Rate

To get all the benefits for your business
through conversion rate optimisation, here are the techniques that you can
execute.

Understand The Interests of The User

The metrics in Google Analytics panel can
surely give you the idea of where users are coming from, where they are
spending most of the time on your website, which web pages have got more
clicks, and what are the number of leads and conversions on the website.

However, these 3rd party tools cannot showcase
what actually happens just after the user lands on your webpages.

How they feel after landing on the website,
where is their focus lie and what buttons and text that they refer the most
while scrolling your webpages are crucial information.

So, to get an idea about these minor yet
valuable engagements, you can generate heatmaps report that would tell you everything
that you know about the user behaviour on your webpages.

Heatmaps will clear your confusion through
different colouring parts of the page to tell you where users skip, stop and
read your content.

Moreover, it will show which areas do the
users focus the most so you can determine the ideal place for the CTA buttons
to get maximum conversions.

Ask Right Questions in the Form

It is a general belief among the
self-proclaimed marketing gurus that lesser form field gives more conversions
and high-quality lead. Well, that is not the case, as per this case study.

Your question in the form must be extremely relevant
to the type of conversions you are aspiring to get.

If you are getting email subscribers, then no
need to ask for mailing address and credit card number. Conversely, if you are
selling an online course of sending goods through your eCommerce site, you need
to ask for address and credit card details for better customer experience.

If you are asking too many unnecessary
information, then users would feel bored and disinterested with your website
because of the amount of effort they have to make to act.

So, the ideal practice is to ask for as less
information as possible from the visitors while they are performing a
particular task.

Use High Contrast Colors for CTA Buttons

Your CTA buttons must be prominent in your
landing pages, and it must be appealing enough to grab the user’s attention
whenever they are scrolling through your page.

Based on the colour palette of the user
interface, try implementing contrast colours. In fact, HubSpot has noted that green and Red colours
of CTAs improve conversions on the webpage by 30%.

Introduce Scarcity

To improve the conversion rate on your
website, let users know that the offer is available for very less time.

Give them a reason why the visitors must take
action now instead of after a few days.

You can add discount codes or other introduce
valuable add-ons to make people buy instantly from your device.

You can also depict the limited stock message
and show how many stocks are left at the moment to let people indirectly know
that they would miss the product if they don’t act quickly.

People avoid the feeling of fear of missing
out, so if you can show that what they miss if they don’t take instant action,
you will get more conversions.

Moreover, if something is rare, that makes it
more valuable explicitly, and the product’s rarity will encourage your users to
instantly grab the offer and perform the conversion on your website.

Add Social Proof

In the era of the digital world, businesses
and products which are reviewed and acclaimed the most would thrive.

To make your users believe in your brand, they
must know that you are subject matter expert and you know what you are doing
for your clients.

So, ask your existing customers and clients to
write testimonials and share their experience of working with you on your
webpages.

You can add these testimonials in your
webpages to let customers know that people love your work and they believe in
you.

You can also apply for different
certifications or upload awards and recognition to show the credibility of your
skills. Through awards and recognition, your business would appear as the
authority and can influence people’s buying decision.

You can also add trust badges of the leading
websites to show the authenticity of your venture.

Add Chatbot Support

Chatbots are your sales executives who work
for 24×7 and 365 days by entertaining users queries and providing real-time
solutions at a quick rate.

They would streamline the user experience and
give information that users expect to make them feel comfortable and eventually
convert them as consumers.

37% of user expect to get chat support to
solve all their queries in an emergency. If a brand uses the chatbot, the
brand’s website visitors would 10x more likely to click the content and 5x more
likely to engage. (Source)

Even though you have uploaded terms and
conditions or FAQ pages, very few people go there and actually read all the
points listed on the page.

At that time, the chatbot would be the helping
hand and users would feel that the website is sincere enough to give them
chatbot support. Users would think that there is someone always available for
them and address their questions.

Improve Website Experience

The 1-second delay of the loading speed of
your pages can cause a 7% drop in conversion rates. (Source)

So, ensure that users can seamlessly access
from anywhere and anytime. Verify that your website works appropriately through
mobile phones too to cover more audience for your business.

Conclusion

Let me know in the comments about what do you think about the conversion rate optimisation and which general practice that you follow for your website’s CRO activities.

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About Siddharth Rajsekar

Hi, I'm Sidz. I'm a college drop-out and a "musician turned digital geek". As a sought-after digital strategist, I've worked on projects with people like Robert Kiyosaki, Tony Robbins, Harv Eker, Brian Tracy & Jack Canfield. I've trained over 50,000 businesses across four countries and encashed over $250,000 thru content marketing. I'm a husband of a loving wife, father of 2 boys, and I have my roots grounded in spirituality. I'm on a mission to help 100,000 people live the internet lifestyle.